Lakers sign multiyear deal with Daiso, placing retailer’s logo on Laker Girls uniforms
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The Los Angeles Lakers on Monday unveiled a multiyear partnership with Japanese retailer Daiso that will for the first time add a branded patch to the Laker Girls uniform during select regular-season games.
Under the agreement, Daiso becomes the presenting sponsor of the Laker Girls auditions, with logo placement and content integrations throughout the tryout process. The brand will also be featured during Junior Lakers Dancers clinics and related programming.
“We are thrilled to welcome Daiso to the Los Angeles Lakers family with an innovative partnership that connects the retailer to the Laker Girls,” Lakers President of Business Operations Lon Rosen said in a statement. “Recognized as the premier sports entertainment team, the Laker Girls have both a global and local appeal that connects Daiso to one of the most influential and memorable elements of the Lakers gameday experience.”
Daiso board member Taku Suzuki called the deal “an incredible honor,” adding that the company aims to share its DANZEN philosophy—striving to be “the absolute best and exceeding expectations”—with the Lakers’ international fan base.
Founded in Japan, Daiso operates about 6,000 stores worldwide and offers a wide range of household, stationery, beauty and other everyday products at affordable prices.
The partnership mirrors a similar arrangement between Daiso and Major League Baseball’s Los Angeles Dodgers. Rosen, who previously worked for the Dodgers, has said he intends to bring successful business practices from the baseball club to the Lakers, whose majority owner is Dodgers chairman Mark Walter.
Source: LakersNation.com
